There is just no way of getting around it. Nowadays having a solid marketing campaign has to include video content. Studies have shown that more than 50% of consumers would rather watch videos from their favorite brands than any other content type. As a matter of fact, strategically placing a video on your landing page can increase conversion rate by 80%.
6 WAYS TO IMPROVE YOUR VIDEO CONTENT
Say you’ve already incorporated video into your marketing strategy, but you’re still not seeing those conversion rates increase, try implementing these tips to improve your social video content.
First and Foremost, Be Yourself
Believe it or not, you don’t need high-quality videos to engage your target audience, nor do you need to look perfect. According to HubSpot Research, viewers favor raw, unedited footage over an overly processed video.
The rationale is that the lower-quality video actually provides for a more authentic view of who you are as an entrepreneur or company. Even though you’re communicating digitally, people still want to feel a human connection to who you are and what you stand for.
Tami Roman, actress and businesswoman, shocked the social media sphere when she first began recording her bonnet chronicles series and for many reasons. The TV/Film star recorded herself speaking unapologetically, make-up and filter-free, while smoking a cigarette.
But Being Yourself Doesn’t Mean You Should Ignore Video Basics
Once you’ve mastered how to let your authenticity shine through for the camera, make sure your lighting is to your benefit, too. If you do not have access to professional lighting equipment, find the brightest room in your home or office and record facing the window.
Another visual many brands overlook is the video’s thumbnail. Consumers have seconds to decide whether or not they’re going to click on it and watch. An unappealing, or worse yet, a boring looking image will have people scrolling past your content without thinking twice. Choose a thumbnail that shows your logo and that is visually appealing.
Include A CTA
A secret few people know is that conversions are in your call to action (CTA). Without clear instruction, viewers will simply go from your video to the next. Even if they enjoyed watching your content, you may never know it. So, instead of leaving it up to the consumer, give them some direction.
Encourage them to sign up for your website or newsletter. Pitch a product you want them to buy. Ask viewers to comment, like, and share the video. Regardless of what your end-goal is, there’s always some sort of action you want your viewers to take.
Familiar calls to action you’ve likely seen on social media include:
▪ Ask them a question or have them ask you a question
▪ Direct them to related videos
▪ Have them share a similar experience
▪ Tag a friend in the comments
▪ Suggest they visit your website for more information
Also, keep in mind that because every social media site is different, it doesn’t make sense to use the same CTA across all platforms. You might not ask viewers on YouTube to share your video, but that would work great for Facebook.
Remove the Audio
Did you know that approximately 85% of videos outside of Youtube are seen without sound? On the surface, that number seems incredibly high. But then again, how many times have you been surprised by advertisements sounding off mid scroll? To keep consumers from being easily aggravated many ads are on mute by default, and consumers are responding positively.
What this indicates is that now your marketing team has to be that much more creative when producing content. Viewers have to be able to understand what is happening in the video without the support of audio.
Adding subtitles is an easy solution, but it may not always be the best one. Strategize with your team on how to best communicate your concept visually. A well thought out caption or description may be all that you need.
It’s been shown that advertisements with clear messaging provide a greater impact. So before sharing it, evaluate it. If without sound you’re not able to understand the messaging clearly, know that your viewers will be confused and will disregard your content.
Here is a great example of how to convey a heartwarming message without the need for audio support.
Optimize Your Video Dimensions For FB, IG, Twitter or YT
Keep in mind that every social media site is different. Therefore, content shouldn’t be rolled out in the same manner across all platforms. In order to optimize your video marketing, the first thing you need to do is to check the recommended specs of each site. The last thing you want your viewers to see is a blurry image or those prominent black bars surrounding your video.
▪ Facebook – aspect ratio is 16:9 or 1:1. Dimensions of 1200×675 pixels.
▪ Instagram – aspect ratio is 16:9 or 1:1. Dimensions of 1080×1080 pixels.
▪ Twitter – aspect ratio is 16:9 or 1:1. Dimensions of 1280×720 pixels.
Another important trick to optimize video is to upload it directly onto the site, as opposed to linking or embedding from another platform. Most companies are competitors, and allowing their services to seamlessly integrate with others may not be to their financial advantage.
A clear example of this is when sharing videos from YouTube to Facebook. The integration does not have the same visual appeal as when you upload directly to Facebook.
A note about video length, cater it to the platform you’re using. For example, Facebook viewers are more likely to engage with short, immediately captivating videos. So it’s best to keep these to about a minute. On the other hand, YouTube viewers are used to longer content and will watch hours of material, as long as it’s good.
Use Your Stats or Lose Your Business
You’ve spent all this time creating this amazing content. You branded it, optimized it, and finally posted it. Some would erroneously believe that the work is now finished. That kind of thinking will sabotage all the effort you’ve just poured into your marketing campaign. Don’t self-sabotage. Instead, analyze your social media statistics.
If you’re looking to improve your video content, the simplest way to do that is to see what’s worked well in the past. Then, produce more content with that similar feel. The major social media sites, like Facebook, Instagram, and Twitter, already track this data for you. It would be a serious oversight not to use it.
The main organic metrics used are:
▪ Reach. The total number of unique accounts that saw your post.
▪ Impressions. The total number of times your post was seen.
▪ Engagement. It measures how well you’re connecting with your target audience. These metrics include post likes, post clicks, shares, and comments.
Other metrics used include calculating the average time people spent watching your video, the number of times the video was watched, which differs from impressions, and the type of commentary it received.
By examining this plethora of information, you can begin to effectively create social video content your followers will love. And then, simply repeat the process. Continue checking your stats to make sure your video marketing is having the intended effects.
Over time you’ll develop your brand’s own secret formula to converting viewers into consumers.